BMI believes that drugmakers will
increasingly need to consider new strategies for pharmaceutical packaging and
marketing to capitalise on growth in the emerging markets, especially given
that more drugs are bought over-the-counter (OTC) than in traditional markets.
Pictorial Packaging
According
to Houts et al (2006),using images to convey healthcare information improves
attention, comprehension, recall and adherence to treatment, especially in
poorly educated or illiterate patient samples.
Combating Counterfeiting And Cold Chain
Issues
BMI has
previously highlighted the importance of holograms, text message authentication
and radio frequency identification (RFID) systems to protect pharmaceutical
distribution channels. Packaging also needs to draw greater attention to
sell-by dates and correct storage conditions.
Advertising
While
BMI thinks regulations should be tightened to prevent ‘snake oil peddlers’
putting the health of the population at risk, the weak regulatory environment
in many developing countries also presents opportunities for drugmakers to
build their brands through direct advertising to patients.
Halal Medicines
Drugmakers
are always looking for competitive marketing advantages, be it by reducing
side-effects, accelerating drug delivery, improving efficacy or even complying
with religious guidelines. In this final respect, seeking halal certification
seems to be a relatively cost-effective way of gaining a competitive edge when
selling products to the world’s 1.57bn Muslims, who are based primarily in the
emerging markets of Asia, the Middle East and Africa.
Muslims
must ensure that all food, pharmaceuticals and non-food items such as cosmetics
are halal, which translates as ‘permissible’. Pharmaceuticals frequently
contain ingredients that are not permissible for Muslims such as alcohol and
animal by-products such as gelatine. Furthermore, the rapid development of
biopharmaceutical products can also be controversial, especially if the
resulting medicines are derived from blood or blood-related products. There are
allowances in Islam for the taking of these medicines if there is no
alternative, but if a drugmaker creates a halal product it could rapidly
increase its market share, particularly in the OTC segment of the market.
riskwatchdog.com
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